Alex Bruell and I recently had the opportunity to speak at a BU PR class (we were in the area for a digital roundtable) that was titled PR and New Media. Many of the students unsurprisingly had blogs, but it was refreshing to see some were very skeptical about the new media environment. I told them that the PR industry leadership did not expect them to have a mentality that pitched new media above all else. I said - the industry expects them to be able to translate the value (to their peers) of the tools PR professionals. Today's marketing executives know that young people are hanging out on Facebook, IM. But few know exactly why. That's just one thing you will be expected to bring to your employers. What else is the industry expecting?